ISEG - Gestão
Jorge Alberto Souza de Vasconcellos e Sá
|Objectives:||To make a marketing plan for products of a large company or of micro-companies or of small-medium
|Contents:||First: the sports industry;
Second: Marketing mix;
Third: The sports marketing;
Fourth: Special aspects of marketing (marketing one to one); and
Fifth: Marketing plan.
|Evaluation:||The course consists of theoretical and practical lessons, and
Classes are filled by the regent lecture, students presentation and debates.
The final grade is based on:
60% of the final exam;
40% of the work (to be arranged with the teacher of the discipline);
Permanent evaluation: all students will, upon the average of 8.3.1 and 8.3.2, receive up to +2 or -2 values depending on the evaluation of their participation in class;
Restriction: no student will obtain approval in the discipline without having at least 8 in the final exam.
|Bibliography:||“A bola não entra por acaso - o que o futebol tem a ensinar à gestão”; Ferran Soriano (ex-vice presidente do Barcelona e actual presidente da Spanair); Gestão Plus; 2010; Portugal
“Marketing, real people, real choices; Solomon, Marshall e Stuart; Pearson International Edition; 2012
- “Sports Marketing, a strategic perspective”; M. Shank; Pearson International Edition; 2009; e
- “Sports marketing”; Sam Fullerton; McGraw-Hill International Edition; 2009;
“Customer specific marketing – The new power in retailing”; Brian P. Woolf; Teal Books; 1996; EUA
“Drucker on carving success out of the crisis: what Peter Drucker would have told us”; Jorge Vasconcellos e Sá; Vida Económica; 2009; Portugal
|Program in pdf:||